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Fortified/Functional Packaged Food in Belgium

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Executive Summary

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PROSPECTS

Scepticism of health claims limits fortified/functional growth

Sales growth within fortified/functional packaged food continues to be hindered by consumer scepticism. Indeed, most Belgian consumers no longer believe the claims that fortified/functional packaged food manufacturers make about their products.

Sales of fortified/functional packaged food are also being impacted by the fact that many grocery retailers are now reducing product ranges in this area due to poor sales. Supermarkets account for the largest share of fortified/functional packaged food sales and are increasingly focusing on more dynamic health and wellness areas.

Fortified/functional milk formula to perform strongly

However, the picture is not bleak for all fortified/functional packaged food areas. FF milk formula is seeing significant growth, boosted by the strong performance of follow-on and toddler milk formula, with many parents shifting from regular milk to these products for their young children.

COMPETITIVE LANDSCAPE

Kellogg and Danone continue to lead sales

Kellogg Benelux led FF packaged food sales in 2018 due to its strong positioning in the largest FF breakfast cereals area, as well as FF sweet biscuits, snack bars and fruit snacks. FF dairy leader Danone lost its leading NBO position to Kellogg in 2016, chiefly due to the impact of EU health claims legislation covering probiotic yoghurt.

FF sugar confectionery players expected to struggle

Confectionery specialists are expected to find it increasingly difficult to support sales of FF sugar confectionery over the forecast period. The key problem is not so much the fact that consumers are less interested in FF sugar confectionery products, but rather the ongoing fall in impulse purchases of FF sugar confectionery for adults.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food industry in Belgium with research from Euromonitor's team of in-country analysts.